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MOKOM Group Taking A ‘Quantum’ Leap Through Transit Advertising

MOKOM Group Taking A 'Quantum' Leap Into Commuters Through Transit Advertising
Image source: Imperial Toyota

Ordinary South Africans use taxis as a mode of transport daily to run errands. Almost 70% of working-class citizens use minibus taxis, also known as ‘Quantums’, to get to work and back.

These automobiles are also home to many of our South African household brands. It is believed to be a powerful brand carrier as it holds the highest brand recall when fully wrapped in a vinyl that provides 100% brand exclusivity.

We live in a very challenging economy that has birthed a staggeringly high unemployment rate, which has increased over the months following the VAT increase under a year ago. And recently, the country has plunged in and out of technical recession mode. This has resulted in a reduction on consumer spend more specifically from a township market perspective.

Triggering an emotional buying habit

The township market is believed to have higher consumer spend. Pulling a notable worthy economic investment of R100 billion, the MEC for economic development, agriculture and rural development Lebogang Maile bears testimony to this. If brands can position themselves around triggering an emotional buying habit, rather than pushing products down the customer’s throat, then they’ll benefit immensely from this local economic giant.

To remain relevant in advertising, more specifically in the Out-of-Home ads (transit ads), brands need to stop viewing the market as a place where demand and supply factors meet. The omnibus of campaigns with less brand experience and more ‘selling, selling, selling’ is, in fact, straining many of the company’s ad spend and, in some instances, the company’s bottom line.

The taxi branding trend has reduced significantly over the years with the advancement of technology. Billboards and many other mass reach formats seek a high level of creative design and an effective call to action.

Improvement needed

Over time, with the affordability of smartphones and growth of social media, people are constantly glued to their device’s screens, making it slightly difficult to grab their attention with ads that shout ‘Purchase’ all the time. But how are we going to make money, you might ask. Well, it is said that: people don’t care how much you know until they know how much you care. Gone are the days where brands would continuously use the same strategy for many years in different market segments.

The need to understand factors such as customer behavioural habits, emotional attachment towards product offerings, cultural differences, market trends and all these other factors is increasingly becoming imperative. This speaks to how campaigns should be modelled, the type of messaging involved and the process used to drive customers offline to online. The strategy used for minibus advertising is obsolete and needs to be improved.

A few of the required improvements:

1. Added-on experiences to campaigns
Fewer Minibus taxis are fitted with a mobile Wi-Fi hotspot and this is where brands can come on board to fill up the need. Use this platform to engage heavily with consumers, from data generation to newer product offerings.

2. Loyalty rewards
Who said loyalty rewards are restricted to shoppers? Commuters can be rewarded according to the loyalty they possess towards a certain product brand or how often they use a branded transport mode (factors such as climate issues encourage people to use taxis more often).

3. Competitions
Nothing beats the good old competitions. Brands need to craft competitions that evoke excitement, something around what the customer would really like to have. e.g. redeemable points for hampers etc. or something that sparks a conversation around the brand.

4. Reward drivers for good driving
Taxi drivers can be rewarded for good driving. This minimises risks such as brand reputation being tarnished by recklessness and irresponsibility by the brand ambassador.

MOKOM GROUP MokomAgencyFacebookPage

Hypervsn Introduces Solo L 3D Holographic Display System

Hypervsn Introduces Solo L 3D Holographic Display System

Hypervsn’s two new product offerings include the large format Solo L unit and Hypervsn 3D Studio. The announcement looks to target both individuals and big brands looking for new and innovative methods of reaching their audience.

The Solo L is a new, enlarged 75cm unit size that is over 33% bigger than the previous 56cm model. The additional size also allows for an image size that is 80% larger than the 56cm device. The displays are generated by a four-ray rotor lined with LEDs, projecting visuals up to 30 frames per second and creating mesmerising 3D images for audiences all around the world. The unit can be used to create unique digital displays at stores, events, and entertainment locations.

Hypervsn 3D Studio is an online service with the integrated 3D Content Marketplace that provides Hypervsn customers with a new and easy way of creating and customising 3D content for their Hypervsn.

Customers can take 2D images and convert them into 3D visuals within seconds, including a feature to add stunning animations and backgrounds to make them look even more impressive. 3D Studio is included in Solo M and Solo L packages, providing a new level of usability and content development, while dramatically reducing overall usage cost. The new Solo L will be available both in Cloud and Classic packages. Both offerings will be available globally and shipping will begin in late January.

Kiryl Chykeyuk, Founder of Hypervsn said, ‘Our new offerings highlight the team’s dedication to creating a fully immersive 3D holographic experience for both consumers and brands. The new Hypervsn 3D Studio will allow all consumers and brands to create amazing content and unparalleled disruption. 2019 will be the year that 3D holographic visuals become mainstream.’

HYPERVSN hypervsn.com

Fluxaxis Generates Awareness For Blood Cancer Through Wide Format 3D Printing

Fluxaxis Generates Awareness For Blood Cancer Through Wide Format 3D Printing

Fluxaxis, a UK based digital manufacturing service provider, has 3D printed two life-size master figures that were integral to a recent ‘Make Blood Cancer Visible’ campaign for pharmaceutical company, Janssen.

Fluxaxis produced the models on its Massivit 1800 3D Printer in less than eight hours each. This drastically reduced both the time and costs involved in creating the display compared to traditional production methods.

The figures were used by Fluxaxis’ customer Windsor Workshop to create moulds for a series of ten life-size human bodies designed to convey the invisible nature of blood cancer.

Designed to give blood cancer well-deserved priority and recognition within the UK, real-life recordings of people with the disease were emitted from the human figures to enhance the sensory impact. The campaign travelled to key locations across London, Cardiff, Manchester and Edinburgh and received widespread coverage across social media platforms.

MASSIVIT 3D www.massivit3d.com

FLUXAXIS www.fluxaxis.com

Kantar MillwardBrown Lists Five Principles To Drive Brand Growth

Kantar MillwardBrown Lists Five Principles To Drive Brands Growth

According to Kantar MillwardBrown, we live in a world of 24/7 data and the potential to make rapid and knowledgeable brand decisions has never been greater but most marketers aren’t using it to their advantage.

The truth is, the quantity and speed of data today is a double-edged sword. It’s hard to know which key measures to focus on. Making decisions based on short-term responses is likely to result in a focus on short-term sales, when the strongest effects often occur over the long term.

Over the past few years, Kantar Millward Brown has been rewriting the rules of tracking studies to provide what marketers need in a world that has gone from fast to even faster. Brands that focus their continuous tracking on the metrics that matter for success – the long-term indicators that move most quickly in the short term – will gain a competitive advantage.

The principles to driving brand growth are:

1. Act quickly to gain a competitive advantage: brands that have fast access to the right data are making real-time decisions to get ahead.
2. Be first to mind when it matters: salience has a strong relationship with volume share but it’s not the only thing that matters.
3. Identify what drives sales now and into the future: Brands that are both salient and meaningfully different grow bigger faster.
4. Be seen to be meaningfully different to drive profits: meaningfully different brands can command a price premium that leads to higher profits.
5. Know where and how to invest: Use solid data and insights to break the rules with confidence.

Download the booklet here

KANTAR MILLWARDBROWN www.millwardbrown.com

Agencies Should Focus On Offering More Integrated Services

Agencies Should Focus On Offering More Integrated Services
Chris Botha, Group Managing Director of Park Advertising

The future will be built by Wall Breakers, not Builders.

Our world seems to be filled with two types of people. Wall Builders and Wall Breakers – and opinions are stronger than ever before. The battle for ultimate segregation or integration is more fervent than ever. The communications industry is filled with people hell-bent on separating themselves, and others integrating themselves.

Looking at Wall Breakers

Wall Breakers in the communications industry are agencies integrating more and more services into their repertoire. Want an ad? We can do it. Want a website? We can do it. Want your shoelaces tied? We can do it. Need a frontal lobotomy? We know a guy. I really do believe the future agency will be modelled on this. A real one-stop shop for clients, as long as it doesn’t lose the speciality skill.

Wall Breakers have realised that to offer clients only a small portion of the services they are after is limiting. From a business perspective, you lose the opportunity to integrate your services, and let’s face it, to make more money. The big danger they face is to become a ‘Jack of all Trades and Master of None’. The Wall Breakers who get to keep excellent skills in specialist divisions will be the ones to win the big game.

Looking at Wall Builders

In some cases masquerading as ‘specialists’. I was recently told of a new media agency that only specialises in TV planning. Not strategy. Not buying. TV planning only. They’ve built a wall around themselves and only do one thing. Apparently really well, but only one thing. Why does their future need to be limited? These are Wall Builders of the ultimate kind, who I don’t believe will last long.

Then, of course, there are the Wall Builders who believe that the client should have no direct contact with the media owners. How ridiculous! Media owners know more about their media type than anyone else, and have a better understanding of their viewer/reader/listener than anyone else would. So why build the wall? Let’s break it down.

Digital and traditional media is, of course, another favourite. Whether you’re a client, copywriter, salesperson or media planner, you cannot afford to build a wall around yourself. Walls need to be broken down and we need to learn, ask, and expose ourselves to as much knowledge as possible.

There is something about Donald Trump that I admire. I don’t agree with some of his political views but what the man has done for social media and entertainment around the US Presidency, is well, unprecedented.

One of the promises he built his initial campaign on was the infamous ‘Wall’ between the USA and Mexico. Recently, the narrative around this topic has increased. I am not sure whether President Trump will ever get that wall built. I hope not. It doesn’t solve the ‘problem’ and it doesn’t advance his country. I hope in 2019 we all get our sledgehammers out and start knocking down those walls.

THE MEDIASHOP
+27112584000 
www.mediashop.co.za

MegaVision Executes Jeyes Fluid Campaign

MegaVision Media Executes A Jeyes Fluid Campaign

Tiger Brands commissioned MegaVision Media, which used their spaza shop footprint, to execute a Jeyes Fluid campaign.

The objective was to create brand awareness for their ever-popular household cleaning product, Jeyes Fluid, in the lower LSM markets. MegaVision Media used their spaza shop footprint in Gauteng and the Eastern Cape to execute the campaign.

They printed and installed the bold Pocket and Bar fixtures on stand-alone poles as well as mounted them onto shop walls. This resulted in a bright and vibrant campaign that really stood out and made a statement over the festive season.

MEGAVISION MEDIA
+27118038433
info@mvmedia.co.za
www.megavisionmedia.co.za

Nedbank Expanding Client Reach Through Effective And Targeted Digital Strategies

Joe Public Retains Nedbank Account

Nedbank has selected agencies to work on its through-the-line, sponsorship and digital marketing communication strategies.

Award-winning brand and communication group Joe Public has retained the bank’s through-the-line account, with Levergy managing the sponsorship account and Digitas Liquorice the digital creative account.

‘The diversity of these agencies will enable us to entrench the Nedbank narrative and expand our client reach through effective and targeted digital strategies, remaining mindful of the current competitive landscape in the financial sector,’ explained Khensani Nobanda, group executive for Nedbank Group Marketing and Corporate Affairs.

NEDBANK www.nedbank.co.za

JCDecaux Expands African Footprint With Nigerian Collaboration

JCDecaux Expands African Footprint With Nigerian Collaboration

JCDecaux Africa entered the Nigerian market in partnership with Grace Lake Partners (GLP), an indigenous investment and advisory firm based in Lagos, Nigeria, with a philosophy of creating shared value.

JCDecaux will operate in the outdoor advertising industry in Nigeria through an exclusive partnership and licensee agreement between JCDecaux and Horizon Outdoor Advertising Limited, a wholly Nigerian owned subsidiary of GLP. Horizon is Advertising Practitioners Council of Nigeria (APCON) certified and a member of the prestigious Outdoor Advertising Association of Nigeria (OAAN).

The partnership between JCDecaux and Grace Lake has commenced work with the installation of four city-wide public service programmes, all at no cost to the citizens of Lagos. The programmes cover the installation, operation and maintenance of:
• A Traffic Information System (LATIS): a network of 94sqm digital traffic arches designed by Marc Aurèle providing real-time traffic information to commuters at strategic driving decision points across Lagos.
• A high-quality advertising street furniture programme: a network of advertising bus shelters designed by Lord Norman Foster, which have solar-powered roof panels and are 100% energy self-sufficient.
• A self-cleaning automatic public toilets programme, designed by Patrick Jouin, located at the city’s busiest bus stations and which are free to use.
• A network of 92 sqm billboards for the stations under construction of the upcoming Lagos cable car system (LCCT), which will link the key hubs of the economic capital (Lagos Island, Mainland and Victoria Island).

This partnership gives JCDecaux a foothold in Nigeria, the most highly populated country in Africa, with 190 million people (a population which will double in the next 30 years). The partnership will also help maximise the economic potential of Lagos, Africa’s biggest city, and the economic capital of the country. With nearly 21 million people, it is a market with huge potential for advertisers and media agencies.

Considered as one of the most gridlocked cities in the world, Lagos is planning to install urban infrastructure that will provide a high-quality public service and accelerate its transformation into a smart city pioneer on the African continent.

With the LATIS project, the new JCDecaux Grace Lake partnership delivers a solution that gives drivers real-time information on traffic, through digital traffic arches at key junctions across the city and via a mobile app designed and built by Nigerians. This traffic information system, a first for the group, has been designed to meet Lagos’s needs and help ease traffic flow in the city by suggesting alternative routes and estimating times of arrival.

JCDecaux Grace Lake is also contributing to the modernisation of public transport and improvement of passenger services by installing a network of solar-powered bus shelters and automatic public toilets in the main bus terminals. These facilities will help meet environmental and social commitments by encouraging mobility, easing road traffic, developing solar power, promoting hygiene on the public highway, creating sustainable skilled jobs and encouraging the training of a local workforce.

Jean-Sébastien Decaux, CEO, Southern Europe, Belgium and Luxembourg, Africa and Israel, said, ‘In line with our unique model of organic development, we are delighted to be entering the Nigerian market and particularly Lagos, a thriving city in many respects. We will put our capacity for innovation, particularly digital, at the service of one of the most dynamic cities in sub-Saharan Africa. We have developed a unique service to bring Lagos the best of our expertise in street furniture and an unprecedented traffic information system, a first for Africa and for JCDecaux.’

JCDECAUX AFRICA
+27115141400 
wandile.setlhodi@jcdecaux.com
www.jcdecauxafrica.com

Season’s Greetings From Practical Publishing

Season's Greetings From Practical Publishing

Practical Publishing wishes all its readers a joyous festive season and a prosperous New Year. We will be closed from 14 December 2018 and will reopen on 11 January 2019. Thank you for your support throughout the year!

Be sure to add our Modern Marketing expo dates to your 2019 calendar:
• Cape Town: 8-9 May 2019, Cape Town International Convention Centre, hall 2.
• Johannesburg: 11-13 September 2019, Gallagher Convention Centre.

PRACTICAL PUBLISHING (+27 11) 450 1650 dyelan@practicalpublishing.co.za www.practicalpublishing.co.za

How To Use The Five Senses To Craft, Improve And Spice Up Digital Signage

How To Use The Five Senses To Craft, Improve And Spice Up Digital Signage
Image source: Digital Signage Today

Ellyce Kelly, client relationship manager at Visix, discusses how companies can appeal to the five senses with digital signage.

Using sight and sound to craft pleasing digital signage

Claude Debussy said, ‘Beauty must appeal to the senses, must provide us with immediate enjoyment, must impress us or insinuate itself into us without any effort on our part’. Our senses tell us what is real and what is not, and we rely on them for information about the world around us. They also trigger emotional responses.

We know the five physical senses – sight, hearing, touch, taste and smell. Digital signage mainly focuses on sight, which makes sense since over 80 per cent of the information we take in comes to us through our eyes. But what about the other 20 per cent? Can our other senses be leveraged in a way that creates a lasting impression and is emotionally satisfying to an audience? Here are some tips on how to create immersive experiences to engage your audience, whether you are a restaurant using a menu board or a retailer with a simple LCD:

Visual

The first thing is to create beautiful content — if it’s appealing, people will stop to look at your screens. Motion draws the eye, which is why video is so effective on digital signs. Information like weather, date and time, news feeds and local traffic also grab attention.

Yet visuals should be secondary to the actual information being conveyed. If too much visual information is presented at once, digital signage messages become clunky and can be irritating to look at or even confusing. Plus, the more text there is for your audience to read in a message, the longer that message needs to be on screen. Which means it can take a long time for a particular message to cycle back through your playlist.

Auditory

We get around 10 per cent of our information using our hearing, but think about how important it is to comprehension. A little audio to attract attention, if used correctly, can enhance digital signage impact. If your digital signs show a streaming newscast, it’s always better to have the sound on – otherwise, people are left watching a talking head without knowing what’s being discussed. If you can’t use sound to go with your newscast, be sure to show closed captioning so people can follow the story. In this case, show the stream full screen (going back to visual), so the eye doesn’t get confused.

Music can evoke emotions in people (we all know about calming ambient music being piped into hospitals and airports), as well as draw their attention and reinforce your brand. A study by Mood/Sacem shows that 76 per cent of customers in financial institutions felt time passed more quickly when music was playing in the background, and 56 per cent felt more comfortable discussing confidential information when there was ambient music playing.

Most sounds we like fall into the 300-3000 Hz range (which is also the range of the human voice), while sounds we find unpleasant are often in the high-frequency 2000-5000 Hz range.

A study at Newcastle University found that the most pleasant sounds for humans are:
applause; a baby laughing; thunder; water flowing; a crackling fire; rain; a champagne cork popping; a vibrating cell phone; certain sports sounds, like a baseball cracking on a bat, a basketball going through a hoop and a golf ball dropping into a hole; walking on snow and food cooking (especially a steak on a grill).

How to use scents and touch to improve your digital signage
Olfactory

Smell conveys around three or four percent of information. And we know from psychological studies that smell is deeply connected with memory. There are even a few scientists who postulate that smell was our first primary sense and that the brain grew larger in order to extend smell’s capabilities (until sight and hearing eclipsed it).

Scent marketing is on the rise, especially in the food industry and in public spaces like shopping centres. In terms of organisational communications, smell, like audio, needs to be used rarely and judiciously. All the caveats about sound apply doubly to smell. Simple, non-complex scents used once in a while might have a positive impact on your audience, but too much too frequently is almost certainly going to confuse them at best and annoy them at worst. Smell should never be distracting or overwhelming, and you want to give any previous scents time to disperse before introducing a new one into an environment.

There have been numerous studies conducted about scents, and some of the smells people like best are: freshly baked bread; bacon; freshly cut grass; coffee; the sea; fresh laundry; flowers; Christmas trees; vanilla; wood fires; lemon; babies’ heads; chocolate and old books.

Tactile

Touch accounts for one-two per cent of the information we receive from the world around us, but again the emotional impact is far greater than that. Touch is already incorporated into smartphones and tablets with haptic responses – slight vibration when a finger touches the screen. People who use haptics on interactive screens are more accurate with where they touch, and feel like they are accomplishing something more than if they just feel smooth glass under their fingers.

Touch elements are also useful when creating and deploying gamified digital signage campaigns. Whether your screen is used for a game, a survey, a quiz or some other gamified element, you can include haptics to give your audience instant tactile feedback on their responses.

How to use taste to spice up digital signage

Last but not least is taste. It may only give us around one percent of the information we get from the world, but it’s a powerful sense. It’s linked to smell – in fact, around 80 per cent of our sense of taste is actually smell (as an experiment, taste something with a strong flavour, like coffee, while holding your nose, and then without holding your nose). The sense of taste has evolved to let us know, among other things, which things are probably good for us and which things we should avoid.

Don’t wait

All this may seem like something from science-fiction, but the tech is already developed and being improved at a rapid pace. Communicators for all types of organisations can start using these techniques to craft rich experiences for audiences and differentiate their messaging.

These multi-sensory communications create neural connections in the brain that in turn associate the positive experience with the brand making it possible. But make sure your visuals, sounds, scents, haptics or flavours are high quality. Low-quality images, irritating sounds, and smells or tastes that are unpleasant will have the opposite effect from what you’re trying to achieve and leave a negative impression of your communications efforts.

Even if you only add in just one of the sense suggestions here, it will greatly enhance the impact of your digital signage. In a world of constant distraction and information overload, engaging more than just one sense is an effective way to cut through the noise and get your messages noticed. If you’ll pardon the pun, using the senses just makes sense.

This article was sourced from: digitalsignagetoday.com

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